INTRODUCTIO N

CONSUMER ATTITUDE
Consumer attitude & behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
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Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as social function but if Arrows possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homog eneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer.

TATA GROUP PROFILE

The beginnings of the Tata Group can be traced back to 1868, when Jamsetji Nusserwanji Tata established a trading company dealing in cotton in Bombay (now Mumbai), British India. This was followed by the installation of 'Empress Mills' in Nagpur in 1877. Taj Mahal Hotel in Bombay (now Mumbai) was opened for business in 1903. Sir Dorab Tata, the eldest son of Jamsetji Tata became the chairman of the group after his father's death in 1904.Under him, the group

ventured into steel production (1905) and hydroelectric power generation (1910). After the death of Dorab Tata in 1934, Nowroji Saklatwala headed the group till 1938. He was succeeded by Jehangir Ratanji Dadabhoy Tata. The group expanded significantly under him with the establishment of Tata Chemicals (1939), Tata Motors, Tata Industries (both 1945), Voltas (1954), Tata Tea (1962), Tata Consultancy Services (1968) Titan Industries (1984) Ratan Tata, the incumbent chairman of the group succeeded JRD Tata in 1991. Tata Group is an Indian multinational Conglomerate Company headquartered in the Bombay House in Mumbai, India. Tata Group is one of the largest companies in India by market capitalization and revenue. It has interests in communications and information technology, engineering, materials, services, energy, consumer products and chemicals. The Tata Group has operations in more than 80 countries across six continents and its companies export products and services to 80 nations. The Tata Group comprises 114 companies and subsidiaries in eight business sectors, 27 of which are publicly listed. 65.8% of the ownership of Tata Group is held in charitable trusts. Companies which form a major part of the group include Tata Steel. The group takes the name of its founder, Jamsedji Tata, a member of whose family has almost invariably been the chairman of the group. The current chairman of the Tata group is Ratan Tata, who took over from J. R. D. Tata in 1991 and is one of the major international

business figures in the age of globality. The company is currently in its fifth generation of family stewardship. The 2009, annual survey by the Reputation Institute ranked Tata Group as the 11th most reputable company in the world. The survey included 600 global companies. The Tata Group has helped establish and finance numerous quality researches, educational and cultural institutes in India. The group was awarded the Carnegie Medal of Philanthropy in 2007 in recognition of its long history of philanthropic activities. Tata gets more than 2/3 of its revenue from outside India. In June 2011, based on market value Tata Group has become India's wealthiest group with $98.7 billion. The recent The Brand Trust Report 2011 has ranked TATA as the second most trusted brands of India.

MANAGEMENT
Board of Directors
Mr. Ratan N Tata (Chairman) Mr. N A Soonawala Dr. J J Irani Mr. V R Mehta Mr. R Gopalakrishnan Mr. Nusli N Wadia Mr. S M Palia Dr. R A Mashelkar Mr. Ravi Kant Mr. P M Telang

Senior Management
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Mr. Ravi Kant: Managing Director Mr. P M Telang: Executive Director Mr. Rajive Dube: President (Passenger Cars) Mr. C Ramkrishnan: Chief Financial Officer Mr. P Y Gurav: Vice President (Corporate Finance-Accounts and Taxation) Dr. S J Tambe: Vice President (Human Resource) Mr. Zackria Sait: Vice President (Technical Services) Mr. A M Mankad: Head (Car Plant) Mr. S B Borwankar: Head (Jamshedpur Plant) Mr. S Krishnan: Vice President (Commercial-PCBU) Mr. Ravi Pisharody: Vice President (Sales & Marketing) Mr. H K Sethna: Company Secretary

Corporate Communications
Mr. Debasis Ray Thread -Corporate Communications

TATA MOTORS PROFILE

Tata Motors Limited is Indias largest automobile company, with consolidated net profit of 9,274 crore (US$2.07 billion) in 201011. It is the leader in commercial vehicles and among the top three in passenger vehicles. Tata Motors has products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, the world's second largest bus manufacturer, and employs 50,000 workers. Since first rolled out in 1954, Tata Motors has produced and sold over 4 million vehicles in India. Established in 1945, when the company began manufacturing locomotives, the company manufactured its first commercial vehicle in 1954 in collaboration with Daimler-Benz AG, which ended in 1969.Tata Motors is a dual-listed company traded on both the Bombay Stock Exchange, as well as on the New York Stock Exchange. Tata Motors in 2005, was ranked among the top 10 corporations in India with an annual revenue exceeding INR320 billion. In 2010, Tata Motors surpassed Reliance
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to win the coveted title of 'India's most valuable brand' in an annual survey conducted by Brand Finance and The Economic Times. Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow, Sanand, Dharwad and Pune in India, as well as in Argentina, South Africa, Thailand and the United Kingdom.

Research
Research & Development
Research provides the much-needed inspiration for the birth of new ideas, which in turn breathes new life into products. World-class automotive research and development are key factors that contribute to the leadership of the Company.

Engineering Research Centre (ERC)

The Research Centre at Jamshedpur regularly upgrades components and aggregates. A well-equipped torture track enables rigorous and exhaustive testing of modifications before they are used as regular fitments.

Safety (CRASH TEST FACILITY)

For Tata Motors, safety is of paramount importance. This avenue provides no room for the slightest margin of error. Tata Motors ERC is the only high-Tec facility in India to evaluate the degree of passenger safety in the event of any high-speed impact. Through a special crash test facility. Different types of accidents are simulated; the results analyzed, and put to use in the development of a vehicle that satisfies stringent international safety norms. Special high-speed cameras record test crashes at the rate of 1000 frames per second. An accident, for instance, at the speed of 50 kilometers per hour, lasts one eighth of a second. Thus, 125 frames recorded by these cameras are available for study with the completion of each individual test.

Minimizing Noise (ANECHOIC CHAMBER)

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Anechoic chamber is a highly sophisticated noise and vibration laboratory, the nerve centre of which is a vast chamber lined with 88,000 cones projecting a various angles from the walls and ceiling. It is one of its kinds in India and is developed completely with in-house facilities.

Designing and Styling (CAD CENTRE)

The CAD centre is equipped with 53 state-of-the-art CAD stations and the latest software. The CAD centre is a vital organ of ERC's Cab Design Section. CAD designing involves development of vehicle specifications, styling interiors and exteriors, reviewing the styling from the engineering and aesthetic points of view, virtual prototyping to check for design acceptability and feasibility of manufacture.

Products
Passenger cars and utility vehicles
Tata Prima concept car Tata Nano Europa Tata Starbus Low Floor 1610 Tata Marcopolo buses in the Delhi BRT. Tata Aria Tata Sierra (Discontinued) Tata Estate (Discontinued) Tata Sumo/Spacio Tata Sumo Grande Tata Safari Tata Indica Tata Vista Tata Indigo Tata Manza Tata Indigo Marina Tata Winger Tata Magic
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Tata Nano Tata Xenon XT Tata Aria Tata Venture Tata Iris

Concept vehicles
2000 Aria Roadster 2001 Aria Coupe 2002 Tata Indiva 2004 Tata Indigo Advent 2005 Tata Xover 2006 Tata Cliffrider 2007 Tata Elegante 2009 Tata Pr1ma 2010 Tata Versa 2010 Tata Essota 2011 Tata Pixel

Commercial vehicles
Tata Ace Tata Super Ace Tata TL/Telcoline/207 DI Pickup Truck Tata 407 Ex and Ex2 Tata 709 Ex Tata 809 Ex and Ex2 Tata 909 Ex and Ex2 Tata 1109 (Intermediate truck) Tata 1512 (Medium bus chassis) Tata 1612/1616 (Heavy bus chassis) Tata 1618 (Semi Low Floor bus chassis) Tata 1623 (Rear Engined Low Floor bus chassis)
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Tata 1518C (Medium truck) Tata 1613/1615 (Medium truck) Tata 2515/2516 (Medium truck) Tata Starbus (Branded Buses for city, inter city, school bus and standard passenger transportation) Tata Divo (Fully built luxury coach) Tata CityRide (12 20 seater buses for intra-city use) Tata 3015 (Heavy truck) Tata 3118 (Heavy truck) (82) Tata 3516 (Heavy truck) Tata 4018 (Heavy truck) Tata 4923 (Ultra-Heavy truck) (64) Tata Novus (Heavy truck designed by Tata Daewoo) Tata Prima (The World Truck designed by Tata Motors and Tata Daewoo

Military vehicles
Tata LSV (Light Specialist Vehicle) Tata Mine Protected Vehicle (44) Tata 2 Stretcher Ambulance Tata 407 Troop Carrier, available in hard top, soft top, 44, and 42 versions Tata LPTA 713 TC (44) Tata LPT 709 E Tata SD 1015 TC (44) Tata LPTA 1615 TC (44) Tata LPTA 1621 TC (66) Tata LPTA 1615 TC (42) Tata Winger Passenger Mini Bus

AWARDS:
PCBU bags Handa Golden Key Award.

Tata Motors receives Uptime Champion Award 2007. Aggregates Business, CVBU, bags Best Supplier Award from ECEL. NDTV Profit Business Leadership Award. Tata Motors bags National Award for Excellence in Cost Management. Tata Motors ' TRAKIT bags silver award for 'Excellence in Design'. Tata Motors Pune - CVBU has bagged the Golden Peacock National Quality. Tata Motors was awarded four prestigious honors, at the 'CNBC TV18- Auto car. Tata Motors chosen as India's Most Trusted Brand in Cars. Business today selects Mr. P.P. Kadle as India's Best CFO in 2005. Pune Foundry Division bags prestigious Green Foundry Award. Tata Motors is 'Commercial Vehicle Manufacturer of the Year. ACE bags 'Best Commercial Vehicle Design' at the BBC-Top Gear Awards. Tata Motors bags the prestigious 'CII-EXIM Bank award' for business excellence. 'CFO of the Year Award 2004' awarded to Mr. Praveen P Kadle, Executive Director Tata Motors wins 'Golden Peacock Award' for Corporate Social Responsibility. Tata Motors CVBU Pune wins National Energy Award.

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Tata Motors - Jamshedpur wins 'Energy Efficient Unit Award'. Tata Motors wins the first CSIR Diamond Jubilee Technology Award.

TATA NANO PROFILE

TATA NANO LITTLE CAR THAT MIGHT CHANGE THE WORLD

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The Tata Nano is an inexpensive; rear-engine four-passenger city car built by the Indian company Tata Motors and is aimed primarily at the Indian domestic market. Tata Motors began selling its "one-lakh car" in March, 2009. This nickname is due to the Nano's price point, near 100,000 ( US$ 2100). It is the cheapest road car in the world today, though the price continues to rise due to increasing material costs. You will be wondering why we are talking about the dimensions of the Nano, since all of you know that it is a rather compact and tiny machine. It is because I have good reason to talk about the dimensions. You see, the Nano is going to be faced with Maruti 800 as its main rival. But you could throw in the Alto and Zen Estilo to mark out some design and packaging aspects. Just to get things in perspective, Nano is over 230mm shorter than 800 in overall length but the wheel base advantage of 155mm over the offering from Maruti makes sure that the Nano is more accommodating than the 800. Tata has managed to squeeze out a 60mm advantage in width and Maruti 800 falls short of about 100mm in height. So in essence, you get more legroom, better shoulder room and than enough for a turban, if you wear one! But before you enter inside, you are bound to gape in admiration at the beautifully crafted curves of this micro car. I personally feel that the front has a lot of Zen Estilo written on it, but manages to look really funky and cool. The mono-volume design establishes a sea of change from the twobox layout of the 800. What it ensures the Nano with is extremely short overhangs and tight packaging. For a car of this size and image, the Nano is an extremely sexy looking car with futuristic design cues. The bonnet line is steep and unites together with the bumper in a seamless way. Though there is no grille per seethe front has a smiling look which accentuates the happy feeling. The fog lamps are incorporated in the bumper which has a distinct air dam running across in between them. In profile, the Nano resembles Mitsubishis latest small car. The rear of the Nano is somewhat recognizable. The tail lamps are inspired from elder sister, Indica. So this is a very compact hatchback, yes? Nomy friend, you are
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massively wrong. Even I was dumbfounded when I discovered that the Nano cannot be called a hatchback a word so true to the way the small cars are. The reason for this is because it does not have a hatch! The tail gate cannot be opened owing to it being joined together with the boot sill. This makes accessing the engine a pain in the bottom. But a hatchback it will be called still. The back side of the Nano is made attractive by the mid mounted exhaust pipe which peeps out of the aggressively designed bumper. The ultra-secret people's car for India - the Tata Nano - is here. How will this car change the way India, and the developing countries drive? It will help India's huge two wheeler popular upgrade to a fourwheeler Very affordable - priced a bit higher 2 125cc motorcycles in India If popular, will clog roads in the cities Establish a huge volume market that cannot be ignored by any large car manufacturer 40 patents by Tata Motors during development Here are the pictures from the unveiling of the Tata Motors' small car to be sold at a price of US $ 2500 approx. (Rs. 1 lakh.). The Tata Nano was unveiled at the9th Auto Expo in New Delhi, India. The Nano is disruptive tech make no mistake. The world's car manufacturers have expressed all shades of opinion in the run-up to the Tata Nano. Suzuki has said that it is impossible V W said it is not what they want to do.Daimler Chrysler said they think it is an important market Tata is trying to tap. There was no way Tata could design a car the conventional way. So went at it on a clean slate and seems to have pulled it off. The rear engine car will have a small boot for luggage storage in the front. In the process of developing the Nano, Tata Motors has added 40 patents to its kitty. This car, if it becomes a hit, will make every auto company change the way it works and look at the volume market. Not only in India, but in entire Asia and every third world country. Offering mobility for the masses is big business. The VW Beetle did that, and so did Henry Ford.

Model Version
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At its launch the Nano was available in India in three trim levels: The Tata Nano Std priced at 142,000 (US$3,166.6) with a choice of three exterior colors, single-color seats, and a fold-down rear seat. The Tata Nano CX at 171,000 (US$3,813.3) with five color options, air-conditioning, two-tone seats, a parcel shelf, assisted brakes and fold-down rear seat with nap res. The Tata Nano LX at 195,000 (US$4,348.5) with all of the features of the Cx plus fabric seats, central locking, front power windows, body-colored bumpers, fog lamps, a trip meter, a cup holder, mobile phone charging capabilities and a rear spoiler.

TECHNICAL SPECIFICATION
Length Width Height To seat Engine Power Position Boot Fuel Fuel injection Acceleration Maximum speed Mileage AC Passenger side mirror Power steering Price Tyers Suspension Brakes : 3.1 mm : 1.5 mm : 1.6 mm :4 : 643 cc, 2-sylinder, all-aluminum : 33 BHP : Engine, battery at rear-end : In front : Petrol : MPFI : 0-60 in 8 seconds : 105 km/h : 23.6 kmpl : Only in deluxe version : No : No : 142,000 (US$3,166.6) : Tubeless tyres : Independent front and rear : 180 mm Drum brakes
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Body Safety features

: All steel : Crumple zones, intrusion resistant doors, seat belts, 2A Pillars

Looks
Length Width Height Wheel base Ground clearance : 3100 mm : 1500 mm : 1600 mm : 2230 mm : 180 mm

Safety Concern
A small number of fire incidents involving the Nano were reported. This led Tata to add safety devices to the vehicle although no recall was initiated, and according to Tata the car is safe. Its safety is relative however, as the Nano has no airbags, passenger-side wing mirror, or crumple zone

Manufacturing
The first Tata Nano manufactured at the Tatas Rs 2000 crore-Sanand plant, near Ahmedabad, will be rolled out by end 2010. Tata Motors is using multiple vendors to have the Sanand plant up and running as soon as possible. Tata Motors expects to put critical infrastructure of the Sanand, Gujarat plant in place, by end-November 2009. The new plant at Sanand was inaugurated by Gujarat Chief Minister Narendra Modi and Tata Group Chairman Ratan. Tata had pulled out of its Singur plant, in which it had invested Rs 1500 crore, in October 2008. Tata officials said that it would take almost a year to move components from the unfinished plant at Singur to the Sanand site,
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because of the distance involved and the complexity of the machinery and the plant components that will have to be dismantled from the Singur plant. Tata had decided to pull out of the Singur plant, in West Bengal, because of the opposition by Trinamool Congress against the production of the Tata Nano in Singur. After exploring the possibility of setting up the plant in Maharashtra, Uttarakhand, Karnataka and Andhra Pradesh, Tata Motors chose Gujarat, where they were given 1100 acres of land in Sanand, by the Gujarat government. The need to put the Sanand plant in place quickly is critical for Tata Motors to meet the burgeoning demand for the Tata Nano.

Environmental Impact
In India, a car like this can crowd the streets, forcing the government to improve infrastructure - and as the evolution of the Western industrial society demonstrates, affordable cars can be a major force for change. But till that happens, this is a car that can seriously crowd the streets - and make life a bit tougher in the short-term. The car will have a two-cylinder 624-cc petrol engine with 33 bhp of power. It will also have a 30-litre fuel tank and four-speed manual gearshift. The car will come with air conditioning in the deluxe version, but will have no power steering. I know, thats pathetic power by American and Western standards. But Indian maximum legal speed sare way lower than them - and Tata Motors anyway claims that the car is as fast as the Maruti 800, India's original People's Car that changed things a couple decades back. And there are a million or more of them on the streets of India already. The car will have front disk and rear drum brakes. The company claims mileage of 22 kmpl in city and 26 kmpl on highway.

Expectations
Many have had great expectations for this small car, some perhaps going a bit too far. One study, by Indian rating agency CRISIL, thought the Nano would expand the nation's car market by 65%.It was
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also anticipated that the 2009 launch of the car would greatly affect the used-car market, with prices dropping 25-30% in the lead up to the launch. However, due to limited supply (customers had a waiting period of up to one year) used-car prices reverted to their former figures. Sales of new Suzuki Alto-based Maruti 800s (considered the Nano's nearest competitor) dropped by 20%, and used ones by 30% immediately following the unveiling of the Nano. As Autocar journalist Mark Rainford summarizes: People are asking themselvesand uswhy they should pay, say, 250,000 Rupees for a Maruti Alto, when they can wait and get a brand new Nano for less in a few months time, a car that is actually bigger.

Cost cutting features

The Nano's design implements many cost-reducing innovations. The Nano's trunk is only accessible from inside the car, as the rear hatch does not open. One windscreen wiper instead of the usual pair No power steering, unnecessary due to its light weight Three lug nuts on the wheels instead of the usual four Only one wing mirror No radio or CD player No airbags in base model 623cc engine has only 2 cylinders No air conditioning in base model

Bundelkhand Region
Since last 50 years there is a movement for separation of bundelkhand state. Bundelkhand is geographically the central part of India covering some part of MP and some of UP. The population of this region is apprx. 5 crores.In spite of being rich in minerals, the people of Bundelkhand are very poor and backward because of no representation in the state and central politics. The proposed state includes the following districts:

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From Uttar Pradesh Jhansi Jalaun Lalitpur Hamirpur Mahoba Banda Chitrakoot From Madhya Pradesh Datia Tikamgarh Chhatarpur Panna Damoh Sagar In addition to the above districts, sometimes the following districts of Madhya Pradesh are sometimes considered as the part of Bundelkhand: Madhya Bharat/Gird region. Morena Sheopur Bhind Gwalior Shivpuri Guna Ashoknagar

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LITERATURE REVIEW
From the Article of The Hindu Business Line February 5th, 2008 What gave Nano a head start?
The Nano could potentially challenge the conventional wisdom within the auto industry that wholly new concepts do not live long enough. New launches basically add a whistle here and a bell there to the plethora of existing models. Indeed, in more than 70 car launches worldwide, there have been not more than a handful of seminal shifts within this industry. But the Tata offering has come to topple all those casts by reordering the status-quo. The whole story seems to strike two notes at once. The first one is true to the old adage among
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businesses that the wise profit from giving that which profits their customers; the second dares to contrarily create and nurture a space that others overlooked or even rejected. Some known facts Not too long ago, many pundits within the industry had held that small cars such as the Maruti 800have outlived their use and must, therefore, pack up. Yet, just into 2008, a glowing Mr. Ratan Tat drove on to the stage in his Nano, that sports a far lower powered engine and which may soon storm the Indian roads. Surprisingly, many of the same pundits who had bemoaned the twilight of Maruti 800 have now begun to celebrate the business sense that the Nano exudes. It looks like; in any case, the Tata Nano project has defied textbook constructs of successful venturing. In fact, we knew for good reasons that there is much less money to be made in small cars. We also knew that products conceived for specific markets have less possibility of success than those visualized on a global basis. And, admittedly, auto majors with a wider, deeper portfolio of cars are rightly believed to be able to gain more profitably from a radical but relevant offering. Such manufacturers, it is often acknowledged, are able to reap from the economies of scale that can be got from sharing the costs of design, manufacture and retail, among their entire product line-up. Small-car concept The Tata project bore none of the above usual stamps of success. Yet it is pretty hard to term Nano anything but a success going by the reception it received. This perhaps indicates that the real game is one of strategy. Indeed, it is not so much about cars or of experience as about getting clear the underlying concepts and attitudes. Ironically, Tata's capture of the "small car concept" is in itself hardly pathbreaking. One recollects that when the Maruti 800 was introduced around the mid-1980s, it was, even after adjusting for the then stronger rupee, an immensely affordable car (well below a lakh of rupees). It was, in fact, India's first small, sweet car. But, over time, the sweetness of Maruti 800 - rather than the real demand for small cars - had diminished. That was primarily because of its price, which kept on
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surging. What is certainly path-breaking is the price tag of the Nano. Even if we went all the way back before all those price rises and income growth spread over the past two consecutive decades, Nano's price would have still generated a landslide sales record in the mid1980s. The price element And, what is important is, where a pre-liberalized mid-1980s represented stunted buying power, todays India" that is to receive the Nano, represents greatly enlarged buying power. This, in effect, gives the Nano an exceptional welcome thrust. Besides the element of price-point -where Tata Motors led the pack on a wide margin almost every other major car company in the world seems to have otherwise just as seriously investigated small cars. If anything, notwithstanding the environment dimension, the persistently high oil prices of the present decade have, in fact, made all makers gravitate toward more fuel-efficient, smaller cars. The key question, then, is: With so many auto firms zeroing in on small cars, how did Tata Motors achieve such astounding price levels? Indeed, when global industry majors were talking about small car with trendy, tiny engines, they were all, in effect, attempting to scale down on what they were traditionally good at: Medium and big cars. Two perspectives Unlike Tata Motors, almost none of the global majors had paid due attention to the thought of and all-new small car. There is, for sure, a big difference between scaling down a big-sized car to a viable small size. The gamut of idea generation, concept, design, making, retailing, and so on, differs a great deal between the two perspectives. The first perspective tweaks to fit what is already on hand, whereas the second creates afresh to fulfill what is widely sought. Consequently, the processes that color the making of an inexpensive and cheerful car are not at all cheap'. Understandably, those processes have to be richer in innovation, bolder in imagination, nimbler in evaluating and, of course, shrewder in putting together the pieces (ideas, hardware, and costs) appealingly.
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Taking the lead The stalwarts of the car industry never quite saw 'small cars' as 'small cars'. Here is where TataMotors strode ahead, giving Mr. Tata and his team a head-start. The Nano, then, brings home the truth that lacking certain advantages can actually prove more rewarding. The car industry, unlike the insurance industry, which enjoys safety cover from reinsurance, has never been able to obtain a guaranteed cover for assured success. One could say that the future Nanos would certainly get their shots of incremental improvement. So, too, would be the approaches of many other aspiring small-car makers, after taking note of this primordial shift.

From the Article of The Economic Times February 7th, 2008 Tata to ride Nano to Geneva Motor Show
Tata Motors' Nano, easily the world's most talked-about car these days, will make its international debut at the 78th Geneva Motor Show in the first week of March. The five-door hatchback that costs just Rs 100,000 ($2,500), making it the world's cheapest, was unveiled in January this year at the Auto Expo here. Nano would be among Tata Motors' exhibits at the show, a company spokesperson said here. Sales of Nano, nicknamed the people's car for its affordable pricing that will make four-wheelers available to millions of middleclass people who hitherto rode two-wheelers, is expected to start in the second half of this year. Although the car has its share of critics, it has undeniably put India on the global automotive map and has triggered a race among leading car makers to match the Nano pricepoint. Already, car manufacturers Renault and Nissan are eyeing a $3000 car. The Nano, which Tata Motors has said meets all safety and emission norms, will share the limelight with top marques from around the world that are expected at the show. This year's edition of the Geneva Motor Show will mark the 11th year of participation for Tata Motors. Tata Motors' Nano, easily the world's most talked-about car these
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days, will make its international debut at the 78thGeneva Motor Show in the first week of March.

From the Article of published in The Daily Telegraph, London on January 11th, 2008 Indian people's car
India is one of those developing countries whose economies are expected to be among the world leaders by the middle of this century. Its technological skill and financial clout have already made an impact in the IT industry and the international cricketing arena, to take just two examples. But the unveiling of Tata Motors' Nano car in New Delhi yesterday. The headline news is that the Nano will cost only pounds 1,300, thus opening a potentially huge market in the developing world. But Tata has also stolen a march on giant vehicle manufacturers such as GM, Ford, Toyota, V W, Mitsubishi and Renault-Nissan, all of which are looking to expand sales in Asia, Africa and Latin America at a time when the European and American markets are, respectively, flat and declining.Tata has produced a car that not only costs pounds 500 less than the cheapest Chinese model, but also breaks technological ground by having a rear-mounted two-cylinder engine, which both saves fuel and creates interior space. It has taken out more than 34 patents on technologies used in its manufacture. The Tata Group, the country's largest conglomerate, epitomizes the global outreach of modern India; having acquired the Corus metals company last year, it is now seeking to buy Jaguar Cars and Land Rover. The world's second most populous nation presents a striking contrast between that kind of industrial clout and the poverty in which most Indians still live. At one end of the scale are billionaires such as Vijay Mallya, who is promoting India as a Formula 1 racing power. At the other are the inhabitants of Mumbai's periphery who lack decent housing, education and healthcare. The Nano lies between those two extremes: a car built to attract members of the urban middle class who at present perch on motorcycles. That it will add to India's already acute traffic problems should remind the government of how far it has fallen
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behind in infrastructure development, whether roads, electricity or water. The Nano is a remarkable first from a country that still exasperates for its failure to provide basic services.

From the Article of Economic Times of India Impact on two wheelers market
Nano is expected to have an immediate impact on the two-wheeler market. All the two-wheeler aspirants are now willing to upgrade their choice to cars. They are now willing to buy a car that thats affordable delivers a safe journey to their families. A car anytime offers more safety than a motorbike or scooter. This may drive the interest of young drivers who commute long distances to work towards the Nano as it proves to be a safer and better alternative for a two-wheeler. However, the insurance may be comparatively high but a little higher amount for improved safety is something that all car buyers will love to pay. Nano is perfectly designed for a small family of four with ample of leg room and headroom with around 21% more spacious interiors compared to an average small car. On the other hand major two wheeler manufacturers tried to cool down the issue by saying that Nano is not going to hit the two wheeler market and it will be making its own people and market segment and the sales result of March 2009 and June 2009somewhat has proved their statements correct to a certain limit. The same is very clear from article 2 of the research..

From the Article of Economic Times of India Singur ACT passed

KOLKATA: The Calcutta High Court Wednesday upheld as valid the Singur act passed by the Mamata Banerjee government in West Bengal scrapping the land lease given to Tata Motors in the area. Justice Indra Prasanna Mukherjee of the high court gave the verdict in a packed court room here.
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The Singur Land Rehabilitation and Development Act were passed by Banerjee's government scrapping the lease given by the previous Left Front administration for Tata's Nano car plant in Singur area of Hooghly district. The act was passed by the West Bengal assembly June 14. The act came into force June 21 and on the very next day; the Tatas moved the high court challenging the legislation.

Identification of Project
Marketing Research:
To find out the consumer attitude and perception towards TATA NANO car in BUNDELKHAND region.

Scope of the Study:

This study would be useful for companies to know what people perceive and thinking about Small Fight that is NANO. This study would be useful to other students as a secondary data. This study would be useful to form strategies according to perception of people about TATA NANO.

Objective of the Study:

To know the consumer perception on TATA NANO car. To find out the Acceptance level of people. To find out the awareness level about TATA NANO car. To know about factors affecting purchase decision of TATA NANO.

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To know how purchase decision can affect by different Income group.

Limitation of the study

I will have to rely upon the information given by respondents, which may not be fully true. This study will be limited to only some areas of BUNDELKHAND region. It is only for short period of time. Lack of professional approach since researcher is a student. Education level people of BUNDELKHAND region.

RESEARCH METHODOLOGY
RESEARCH DESIGN:
Descriptive Research Method

SAMPLING PROCEDURE:
Sampling Plan: Convenient Sampling (Non-Probabilistic Sampling Method) Sample Size: 100 respondents

QUESTIONNAIRE DESIGN:
The research was done on the basis of a structured questionnaire.

FIELD WORK PLAN:

100 respondents were interviewed in and around the SAGAR city. In Katra Bazar, Civil Lines, Makroniya, Sadar Bazar, Bada Bazar and other areas of SAGAR.

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The group was divided into two groups of 2 interviewers each who interviewed respondents at the above mentioned locations. The respondents were interviewed from 6th Oct. to 12th Oct. 2011.

DATA COLLECTION:
Data was collected from the following two sources:

PRIMARY DATA COLLECTION:

Primary Data was collected through SURVEY using a structured questionnaire through which the research was able to get an insight in to the consumers mind and to learn about perception towards NANO.

SECONDARY DATA COLLECTION:

Secondary Data was collected through magazines, journals, articles and earlier reports. Secondary Data helped in finding the variables that has an effect on the perception made by the people towards TATA Nano.

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DATA ANALYSIS & INTERPRETATION

DEMOGRAPHIC ANALYSIS GENDER
Table 1.1

GENDER TYPE
MALE FEMALE

FREQUENCY
64 36

TOTAL
Graph 1.1

100

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70 60 50 40 30 20 10 0 FREQUENCY MALE FEMALE

AGE DISTRUBUTION
Table 1.2

AGE
18-30 30-50 ABOVE 50

No. of RESPONDENTS
74 23 03

TOTAL
Graph 1.2

100

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80 70 60 50 40 30 20 10 0 Number of Respondents 18-30 30-50 Above 50

PROFESSION
Table 1.3

PROFFESION
Govt Employee Private Employee Student Businessmen Any Other

No. of RESPONDENTS
13 44 29 14 00

Total
Graph 1.3

100

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45 40 35 30 25 20 15 10 5 0 Number of RESPONDENTS Any Other Govt Employee Private Employee Student Businessmen

ANNUAL INCOME
Table no. 1.4

Annual Income
Less than 1 lakh 1 - 3 lakh Above 3 lakh Not Earning

No. of RESPONDENTS
30 36 14 20

Total
Graph 1.4

100

31

40 35 30 25 20 15 10 5 0 Number of RESPONDENTS Above 3 lakh Not Earning Less Than 1 lakh 1-3 lakh

Recommend to friends
43% respondents have suggested NANO to their friends.
Table 1.5

Status
Yes No Cant Say

No. of RESPONDENTS
43 55 02

Total
Graph 1.5

100

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60 50 40 30 20 10 0 Yes No Cant Say

No. of RESPONDENTS

Safety Analysis
35 % respondents are trust on NANO for safety.
Table 1.6

Status
Yes No Cant Say

No. of RESPONDENTS
35 39 26

Total
Graph 1.6

100

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40 35 30 25 20 15 10 5 0 No. of RESPONDENTS Yes No Cant Say

Peoples Car Analysis

50% respondents agree with NANO is peoples car. Table 1.7

Status
Yes No Cant Say

No. of RESPONDENTS
50 25 25

Total
Graph 1.7

100

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50 45 40 35 30 25 20 15 10 5 0 No. of RESPONDENTS Yes No Cant Say

Advertising Analysis
Most of the respondents influenced by TV aid of NANO. Table 1.8

Status
Tv Aid Radio Print Media Other

No. of RESPONDENTS
40 20 36 4

Total
Graph 1.8

100

35

40 35 30 25 20 15 10 5 0 No. of RESPONDENTS Tv Aid Radio Print Media Other

Features of NANO
68% respondents are satisfied with price, mileage and interior space of TATA NANO.
Table1.9

Category Price Mileage Interior Space Brand Image

Graph 1.9

Agree 80 73 52 56

Neutral 10 20 20 13

Disagree 10 07 28 31

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80 70 60 50 40 30 20 10 0 Ag ree Neutral Disag ree Price Mileag e Interir S pace B rand Im e ag

Suggestions

The very first need for TATA MOTORS is to try to reduce the price of TAT A NANO because it was launched with the name LAKHTAKIYA but its not in reality.

Second most important thing is its safety. It doesnt have any safety equipment. There should some quality improvement in it. The engine should be improved as its sounds like a scooter after some time. If price rweduction is not possible then it should be improved and modified as well as expand to move in the level of other small cars like Maruti Alto, Hyundai Eon, etc. TATA MOTORS have to put a popular brand ambassador for its advertisement it may be Bollywood star, Cricketer, etc.

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 TATA NANO has very less boot space as compared to other cars of this category, so TATA MOTORS have to improve it. The engine should be well covered, so that it should not visible openly which looks little bit awkward.

Limitation of the study

I will have to rely upon the information given by respondents, which may not be fully true. This study will be limited to only some areas of BUNDELKHAND region like SAGAR. It is only for short period of time. Lack of professional approach since researcher is a student. Education level people of BUNDELKHAND region. Lake of awerness & knowleadge about TATA NANO in respondents.

The fact and figures provided in this project report are based on the data collected from the respondent hence there might be chances of having a little differences from actual. There might be chances of having a little difference from actual data just because all the facts and figure used in this project report are based on the responces of the customers

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Conclusion
We all for have put every possible effort to make this studay real and genuine.on the basis of survey we found that the image of TATA NANO is not so good uin bundelkhand region. (Specialy in sagar) As the name TATA is very big and esteemed not only in India but also in the whole world, so the TATA NANO has very strong support of brand name but in the 21st century its not easy for any brand to enter in the interest house of any customer. Now, the people are aware and sophisticated in the selection of any brand. In our survey we have selected sample space of 100 respondents which includes students, proffsnolas, govt. employees, pvt employees, etc.Among these respondents mostly are not interested in TATA NANO or not satisfied with this product may be because of lack of awareness and knowledge about this product. TATA NANO is lagging behind in many aspects like safety, technology, looking, etc. out of 100 respondents 55 persons dont want to recommend this product to their friends. Although, TATA NANO has many striking features like - it is environment friendly (BS- III level),small enough to turn any where, large interiour space, MPFI technology, 7 sensors, individual suspension for each tyre, aluminium engine, good family car- as said by ASM of TAT NANO in sagar. With 150 users (approx.) in SAGAR and 25000 users (approx.) in whole BUNDELKHAND region TATA NANO somewhere shows its knock in the market. But it is necessary for TATA MOTORS to take some effective actions to increace the sale of TATA NANO as well as for the existence of this dream project of Mr. RATAN TATA in present cut throat competition.

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